Newsletters and e-shots for lead generation and customer retention

Our challenge

Although a well-known brand in the construction industry, our client felt their business was losing ground with their competitors. Their marketing activities were reactive, fragmented and having little impact. We were contracted to turn their brand around and make them more visible to the customers. They wanted to send regular newsletters in order to keep in touch with their existing customers but they didn’t have the resource available. In addition they knew that they needed to overhaul their existing branding make it consistent throughout.

Action stations

• Reviewed their current marketing activity, and carried out a communications audit. We looked at every single exposure or contact they had with both prospects and existing customers. We identified a lack of consistency in their communication so we started to fill the gaps and align their activities
• Drilled down and selected key target groups to focus the marketing activity on
• Created a monthly newsletter for existing customers and a quarterly one to send to new prospects
• Developed a set of brand guidelines and did a rolling change on the existing literature. Over time this made the brand was consistent and stronger in impact and personality
• Quantified the opportunities and identified areas to target first
• Put a plan in place that enabled their team to generate new leads

And the results are in…

• The organisation was soon seen to be “punching above their weight” in the industry
• An increase in sales were directly attributable to the monthly newsletter campaigns
• Sales for the organisation were up 10% in the year of implementation
• New routes to market established